Presentation at AirBnB HQ SF

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Published on February 28, 2014

Author: culture2inc



Create new meme structures to spread the idea of sharing.

Introduction to Culture Culture A surprising journey into the world of memes Presented By: Presented by B. Lazlo Karafiath, B. Lazlo Karafiath CEO Producer 11.19.13 Culture Culture Inc. AirBnB, SF, 2/28/14

Culture Culture Inc. 2 !   Culture Culture is !   Our Meme Science a culture design lab with a focus on Sustainability & Climate Communication is great for truly good listening, finding patterns & help others to see what we saw.

We are cultural designers. We all are. One billion of us. We create our world through thoughts. We can change what is possible via spreading memes. Meme change is individual. Behavior change is social. It’s not about ‘going viral’. It’s about changing the collective mind.

Memes in Minds quotes thoughts memes archetypes 4

Culture is an Ecosystem Theories Opinions Beliefs Views ¤  ¤  Ideas ¤  ¤  ¤  ¤  ¤  ¤  Behaviors Gossips ¤  ¤  Clues Thoughts Technologies 5

6 Memes are Cultural Genes Memes as particles The idea molecules networks + memes = spreading Essentially: memes are the DNA of culture, business, communication & technology.

7 Memes Create Megamemes Brands Coca Cola Citibank Facebook Cultural Icons Sherlock Holmes Batman Pac-Man Ancient gods Hermes Zeus Apollo …what we worship

Our Partners ¤  8 Change-makers: enlightened leaders of companies, political organizations, Parent  Project:     re-­‐design  the   communities, working toward the  culture   around   the global mind-shift learning   disabili5es       ¤  Creating Shared Value Sustainable   ¤  Social responsibility JuniperPath:   Brands  Conf.:  the   spreading  the   Sustainability   ¤  Collective impact memes  of   Meme  Research   medita5on   ¤  Sustainability IWA  Interna5onal  Water   Associa5on:  re-­‐thinking  the   ¤  Social potential global  communica5on   /The  Rules:     around  water   ¤  Climate change re-­‐framing  the   global  poverty   ¤  Conscious co-evolution debate  

Insights & Surprises •  Why we should stop 9 spreading the meme of climate change? •  Is Coca-Cola the next Philip Morris? •  Is make-up about beauty?

Our Meme Science provides surprising insights where other methods fail.

Culture2 Meme Map Symbiotic Memes Reinforcing and complementary memes that exist together with your meme. The blue ocean of memes. . Immune Deficiency Defining Memes Memes Hostile Memes Memes that specifically define your meme. Memes that cannot be fought with the “memetic immune system” of our own meme. Memes of the external world that threaten the existence of your meme. The memes that differentiate you from any other meme construct. Memes that define your meme from the negative or shadow side. Memes that undermine or inhibit the spread of your meme. Parasitic Memes Memes which depend on our meme for their existence. ©2013 Culture2inc

12 Waves of Culture splash shape surf Memes as waves are our cultural life force, they generate the flow of our thoughts&ideas.

Recent Cultural Waves 13

The Sharing meme? 14

15 No meme-center to spread OCCUPY vs SHARING

Culture2 Inc. presents Analysis of the Coca-Cola Meme on Twitter A QUICK RESEARCH REPORT

5000+ memes collected from tweets in Aug, 2012 Somebody please tell me: why am I suddenly in love with the song on the cocacola commercial? Coca Cola supports animal abuse! Help stop this! Your nails would dissolve in a cup of CocaCola in about 4 days. Coca Cola and Ice, admit it, no matter what your age it's always been one of the best things ever. I like your lips like I like my Coca-Cola, yeah. Oh how it pops and fizzes World of coca cola is an amazing museum and entertainment. People are using CocaCola to clean their toilets and saying it works really well. I hate when people ask dumb questions like "Why do you smoke kush", I usually answer with "Why do you drink coca cola? That guy who found a condom in a coke bottle, should be thanking cocacola for protecting him from cancer. Coca-Cola Company sponsors 100 students for a summer entrepreneurship Coca-Cola played both sides during World War Two, they supported the American troops but also kept making soda for the Nazis. Can I have a Coca-Cola Please? Is Pepsi ok? Is monopoly money ok? When it originally appeared in 1886 Coca Cola was billed as an "Esteemed Brain Tonic and Intellectual Beverage". my dads insane, they say im to blame & my brothers on the coca-cola. I'm chilln like a polar bear in a coca-cola commercial...

Culture2 methodology and results •  The following slides showcase the results of the memetic discovery and details the perception of the Coca-Cola meme in the mind-space of the tweeters in August, 2012. •  This is a preliminary report. The full report mapping the meme space will include language guidelines, messaging recommendations, communication strategy suggestions about how to build a better meme

Meme Dimensions of Coca Cola •  Four memetic dimensions were found that explain 62% of the variance among the memes (this is good, textbooks say that above 60% is fine) •  All the four dimensions were quite well interpretable •  These are the drivers of the perception for Coca Cola Cultic Emotions Legends – Facts Hatred - Love 32% 13% Prestige Low – High 9% 8% Sincerity Dishonest – Honest

Weighted  Sta5s5cs  for  Meme  Dimensions   -­‐100%   Dimension:   0   +100%   Emo5ons   Hatred   Love   Pres5ge   Low   High   Cul5c   Legends   Facts   Sincerity   Dishonest   Honest   •  Coca  Cola  is  more  loved  than  hated,  in  spite  of  the  many  hatred  memes   •  According  to  the  memes,  its  pres8ge  is  rela8vely  lower  than  how  much  it  is  loved   (posi8ve  emo8ons  more  influen8al  than  cogni8ve  aspects)   •  It  is  accompanied  more  by  ‘legend  memes’  than  by  ‘fact  memes’   •  In  spite  of  the  love,  it  is  considered  rather  dishonest.  This  is  a  very  real  mid-­‐  to   long-­‐term  risk.  The  Coke-­‐meme  can  flip!  

THE CLIMATE MEME RESEARCH People  have  no  direct   experience  with   climate  change.    It  is   not  an  object  they  can   touch  to  confirm  that  it   is  real.       And  so  it  only  lives  in   the  minds  of  people  as   an  idea  –  a  very   threatening  idea!  

•  Some  people  have  been   “infected”  with  the  global   warming  meme.       •  Their  minds  then  tried  to  fight   it  off  by  either  ac8vely  denying   the  meme’s  existence  or   striving  to  rid  the  world  of  it   •  Both  of  these  groups  represent   a  small  percentage  of  the   larger  society.       •  The  majority  of  society  have   not  been  infected.  

We  began  with  5000+  memes  from  TwiZer  and  harvested   during  MemeHunter  Hackathons  in  San  Francisco  and  SeaZle.   If  you  think  the  economy  is  more   important  than  the  environment,   try  holding  your  breath  while   coun5ng  your  money.   “I’m  definitely  going  to  change   this  year.”      -­‐-­‐  Climate   Global  warming   is  increasing  UM   NO!!!!    We   cannot  control   the  weather   Don’t  believe  in   climate  change,  rap   fans?    Tell  that  to   Vanilla  Slush,  Water   Cube,  and  LL  Warm  J.   Friends  don’t  let  friends   date  climate  change   deniers…   Happy  to  agree  that   climate  change  exists.  Not   sure  if  reality  exists   though.   If  climate  scien5sts  find  any  evidence  of   global  warming  then  their  funding   throughout  eternity  will  be  assured.   One  of  the  main  weapons  of   the  power  elite  is  climate   change.    People  are   supposed  to  be  panicked…   If  we  all  just  got  real,  as  a   culture,  then  we  would  fix  it…   Global  warming  =  the  result   of  the  sun  trying  to  give  the   earth  a  hug.   The  most  effec5ve  green   house  gas  is  not  carbon   dioxide,  but  water  vapor.     The  trend  of  co2  in  the   atmosphere  is  following   the  rise  in  temperature,  not   the  other  way  around.   The  Doha  climate   conference  made   more  hot  air  than   global  warming   Remember  when  a  Tornado  was  just  a   Tornado  and  not  a  commercial  for  global   warming?   It  would  be   great  if  assault   rifles  could   shoot  climate   change…   Adjust  your   spine,  adjust   your  actude.  

Meme Dimensions of Climate Change •     Five  dimensions  were  found  that  explain  63%  of  the  variance  among  the  memes              (this  is  good,  textbooks  say  above  60%  is  fine)   •     All  five  dimensions  can  be  interpreted  clearly  to  reveal  strategic  insights   •     These  are  the  drivers  of  percep5on  for  climate  change   Coopera5on   Disintegra5on  —  Unity     Survival   Ex5nc5on  —  Survival   Harmony   Disharmony  —  Harmony     15%   17%   Momentum   12%   Stall  —  Advance   11%   8%   Eli5sm   Populist  —  Vanguard  

All  People   Infected     Popula8on   The  popula8on  infected   by  the  ClimateMeme  virus   represent  about  5%  of   humanity.    Whatever   messaging  worked  to   infect  them  will  not  work   on  the  larger  popula8on.   We  need  to  discover  how   they  differ  from  the   mainstream  popula8on  to   design  different   messaging  strategies  for   the  rest  of  society.  

26 It’s good it doesn’t spread! It only creates anxiety! •  Are we out of harmony with nature? •  Is it going to kill off everyone we ever loved? •  Does this mean there’s something wrong with us? •  Do we have the power of gods to shape the planet in such profound ways?

It reached the minority… 27

It reached the minority… archetypes reached & activated: hero, outlaw, warrior, explorer, adventurer, pioneer 28

29 The majority is not activated archetypes not reached/activated: innocent (+others from the majority: everyman, citizen...)

30 Challenges to core beliefs

Belief: System: Change “ ” 31 You never change things by fighting the existing reality. To change something, build a new model that makes the existing model obsolete. – R. Buckminster Fuller

Our Memes Thank You for Your Attention! B. Lazlo Karafiath CEO B. Lazlo Karafiath, Producer Culture Culture Inc. facebook/

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